The State of Digital Marketing in 2015
How Publishers Can Drive, Maintain & Monetize Content
Whoever said that the best things in life are free wasn’t talking about great content. In a world where someone has to pay the bills, advertisers are more than happy to help fund your website — assuming, of course, that your great content generates great traffic.
Publishers can’t just hang their hats on quality content and hope to thrive. Almost all publishers have to figure out a way to drive and monetize traffic that their content produces.
Operating a website is an extremely competitive endeavor, so publishers should develop an aggressive approach to properly monetize content and use the traffic they have to keep their website funded.
Click here for the four ways you can more effectively drive, maintain and monetize content as a publisher.
Adiant Acquires Solve Media’s TYPE-IN™ CAPTCHA Advertising Business
Adiant, a leading pioneer of native advertising, with more than 550M monthly global uniques, today announced that it has acquired Solve Media’s advertising business unit and its TYPE-IN™ ad platform that transforms CAPTCHA into a highly engaging consumer touchpoint for brands.
Solve Media’s TYPE-IN™ technology creates extremely effective branding opportunities to engage consumers through CAPTCHA, display, video, pre-roll and mobile formats. Solve Media increases brand message delivery, recall rates and return on investment for advertisers. The acquisition will create new revenue opportunities for existing publishers and improve the user experience for consumers.
“In today’s digital world of ad blockers and fraud, engagement has become one of the most important metrics to measure digital advertising campaign success,” stated Ash Nashed, CEO Adiant. “We make it a priority to invest in technology and unique ad formats that increase value for both advertisers and publishers. Many top tier brand agencies stated that Solve Media’s TYPE-IN™ products consistently generate the highest brand and message lift. This is the only major ad format where consumers interact with a brand’s key message as opposed to the passive display and pre-roll models.”
Effective immediately, Solve Media’s inventory, groundbreaking ad formats and brand expertise, combined with Adiant’s ad technology and scale, will give advertisers fraud-free, highly measurable digital solutions across all screens.
Solve Media’s innovative advertising and security solutions will be available across Adiant’s vast network. With the combination of Adiant’s scale and Solve Media’s technology, it will provide unprecedented opportunities for advertisers who seek consumer engagement and brand awareness. In addition, Solve Media will add to Adiant’s existing roster of blue chip clients with brands such as Merck, British Airways, Fedex, P&G, Unilever and New York Life, to name a few.
With the acquisition of Solve Media’s advertising business, Adiant will now be expanding into Philadelphia, PA as well as adding to the existing team in New York City.
Facebook Just Became the World’s Biggest Publisher and Gained Advertisers’ Attention
When Facebook announced its Instant Articles product, not everyone was elated by the social media platform’s move — especially advertisers.
Instant Articles allows organizations to publish content directly to Facebook. The company provides publishers with tools to create interactive features, which load faster and work more seamlessly than previous options for sharing content on the network. Best of all, Facebook allows publishers to place and control ads on that content, as well as track readership.
Companies that sell and manage the ads themselves retain 100% of the revenue. Those that enlist Facebook for those tasks earn 70%, which The Wall Street Journal suggests could be quite a lucrative deal for brands.
But because organizations are publishing directly through Facebook, there are fewer reasons for users to click away from their News Feeds and move to other sites or apps. And that means those publishers could see fewer inbound viewers on their websites.
While the ad revenue helps publishers — and the incentives to stay on the site clearly benefit Facebook — it’s easy to see why this is an issue for advertisers.
To read more about how this affects advertisers, click here.
3 Ways Stricter Guidelines Can Save Native Advertising
Usually, guidelines mean early bedtimes, no junk food, and eating dinner before dessert. But guidelines don’t have to be the proverbial party poopers; they can actually enhance experiences by bringing order to the wild.
For native advertising, there are hard-and-fast rules regulated by the Federal Trade Commission with the overarching message of “don’t mislead the consumer.” But in the eyes of some of the public, these rules don’t go nearly far enough.
John Oliver took native advertising to task on his show “Last Week Tonight.” He stated, “It’s not trickery. It’s sharing storytelling tools. And that’s not bullshit; it’s re-purposed bovine waste.” And unfortunately, native advertising has gotten this bad rap. Critics often see native advertising as a form of trickery or, at times, a violation of journalistic standards.
While native advertising may get the cold shoulder from some critics, it really is all about building brand reputation through consumer engagement. Changes need to be made by the industry itself to start practicing the fact that it really is a tool for engagement and not just “trickery.” Then, native advertising will really thrive as a medium of brand messages with stricter guidelines being enforced, benefiting advertisers and the industry.
Click here to keep reading.
Adiant Partners With Alliant to Offer Premium Targeting Capabilities on a CPC Basis
NEW YORK, Oct. 14, 2015— Adiant, owner of the largest content-style native advertising platform, has announced an integration with Alliant that will give its advertisers access to targeted consumer advertising segments. Alliant develops and maintains one of the largest and most comprehensive proprietary databases of consumer purchasing information. Alliant’s data is updated continuously, and includes information on over 270 million U.S. consumers.
The combination of Adiant’s scale and Alliant’s wealth of information will provide advertisers with a robust audience targeting platform capable of delivering increased long-term ROI.
Effective immediately, the Alliant audiences will be available across Adiant’s digital advertising platforms on a Cost Per Click (CPC) basis. Offering CPC pricing with Adiant’s scale and Alliant’s targeting capabilities, provides an exciting opportunity for advertisers who seek consumer engagement and lead generation.
Adiant offers advertisers and marketers a turn-key approach to digital advertising, providing creative development, custom audience targeting and media placement. The integration with Alliant will help Adiant better serve and grow its advertisers, especially brands, who are looking to target a specific audience.
“We recognize that our advertisers and marketers have a need for sophisticated targeting,” explained Ash Nashed, CEO Adiant. “Our integration with Alliant is an opportunity to make the world of digital advertising easier for marketers to navigate. Partnering with Alliant was an easy choice and we knew it would mean one less challenge our customers had to deal with when launching campaigns on our platforms. Alliant offers our clients sophisticated targeting solutions with proven quality.”
For many marketers and advertisers, the internet is a large and unorganized space to find specific audiences targets. Adiant is changing that. Adiant’s strategy is to combine its extensive reach with Alliant’s targeting capabilities to enable advertisers to find a specific consumer segment at a scale needed to make marketing campaigns truly successful.
“Adiant is an innovative platform partner who shares our vision and passion for cutting-edge digital advertising solutions,” said Donna Hamilton, Alliant’s Vice President of Sales & Business Development. “We believe Adiant delivers a unique value proposition for many marketers and we are looking forward to being part of their compelling growth story.”
Programmatic 101: How to Use Programmatic Advertising for Brands & Retailers
Programmatic is topic that is on every marketers’ mind lately. There is a lot is written about why programmatic can be so great, but there isn’t much that specifically discusses how it can be actionably used in your next digital campaign. This October, at the Shop.org Retail Summit in Philadelphia this presentation was given to brands and retailers detailing some specific solutions that can be used.
To learn more about the key takeaways below, view the entire presentation:
- Programmatic ads are more than retargeting. You can use programmatic for top and mid-funnel marketing activities.
- Leverage CRM data as broadly as possible to help target your ad campaigns.
- Programmatic ad creative can ensure you are using the right message for each potential customer.
Real-time Bidding is the Future of Advertising
When most marketers and advertisers hear the term real-time bidding, they likely think of auction houses, not lucrative business strategies.
Many publishers are in the dark about real-time bidding, even though it’s a growing and highly profitable method of reaching consumers.
Until recently, companies would pay publishers a flat rate for a bulk number of ad impressions.
Real-time bidding allows them to pay for individual impressions at rates that reflect what they’re actually worth at any given point in time.
Marketers and advertisers target their ads—and ad dollars—to the most qualified prospects. Publishers earn more money as competing brands drive up the value of the ad spot.
But real-time bidding still intimidates a lot of would-be vendors and bidders. They struggle to understand how these advertising decisions can be made at a moment’s notice. But the theory behind real-time bidding is exactly the same as traditional advertising.
Read the rest of the article here.
The Death of Banner Ads has Marked the Evolution of Native Advertising
Internet technology has come a long way since the AOL dial-up days, and that includes advancements in online advertising. Unfortunately, with all this change, one of the most staple online tactics — banner ads — just couldn’t survive the rising tide.
The fall of the banner ad is unsurprising to most. After all, it was born out of necessity. Online publishers needed a consistent way to monetize the web in the early days, but what made banner ads so attractive in the first place — their standardize size — was ultimately their downfall.
Banner ads were everywhere, but they also looked the same on every website, and they continue to look the same even 20 years after their launch. The uniformity of online advertising made internet users numb to the 1,707 banner ads they saw per month — a phenomenon that became known as banner blindness. Many companies attempted to solve banner blindness with animation, expanded sizes, pop-ups, pop-unders, interstitials, and more. — but to no avail.
However, the dying banner ad has given way to a more purposeful and effective form of online marketing: the native ad.
To find out more why native advertising will prevail read more here.